Případová studie: hudební festival

This bachelor’s thesis focuses on analyzing the marketing communications of the Czech music festival Beats for Love on the social media platform Instagram and comparing them with selected international competitors. The aim of the thesis is to evaluate the effectiveness of the posted content and based on the findings, propose possible measures to stabilize user interest. The theoretical part defines the specifics of the music festival and its management, the role of electronic dance music and the social media platform Instagram. The practical part utilizes quantitative and qualitative data analysis collected through analysis and semi-structured interview. The data from the content analysis covers a one-year period for the selected festival Beats for Love and three of its competitors: Grape Festival, Audioriver and Sea You Festival. The results shot that Beats for Love focuses primarily on quantity, which leads to lower average effectiveness per post. The thesis proposes recommendations for optimizing content and strengthening the community.